...me, as pressure to deliver return on investment rises in inverse proportion to the willingness to take risks. It’s easy to become stuck in a rut, or to allow creativity to flourish only withi...

...ncreasing its market share last year. In the heartland of coffee, Seattle, McDonald’s has taken a shot at Starbucks, with a billboard campaign featuring a cup of McDonald’s coffee and th...

...t advertiser, asked consumers what they were seeking, the answer above all was value. P&G has taken this to heart, scaling back its advertising spend dramatically and taking steps such as renegoti...

...recession straitened times, smart brands are resorting to ever more innovative and nimble ways to take advantage of opportunities that present themselves. And in an age where the unlikeliest types can...

...of the recession stronger than they entered it are those with a clear vision and a willingness to take the long view. It might be a well-worn mantra, but it’s worth stating again: in crisis lies...

...d Ad-Age magazine. “It's not a pricing model; this is a value model. ... Kodak wants you to take more pictures, have more memories and more Kodak moments. We don't want you to have to worry abou...

... including an advertising blitz and just as importantly, familiarization trips for journalists to take a first-hand look at the situation. According to the TAT, it should take two to three months to...

...onceived before the financial crisis struck, but HSBC plans to stick with the spot. The ad does take on a certain poignancy viewed from a Thailand teetering on the brink of civil war. If the bank is...

...ther than the bottom.” While the temptation may be to slash marketing budgets, brands which take the longer view will benefit most when the global economy turns the corner. It’s also mor...

...ire to get the ‘insider’ treatment is a strong motivator. Raise my pulse. Adventure takes its place as the new social currency and they crave it. Why? Boredom. There are also new tools t...